INFLUENCE OF SOCIAL MEDIA ADVERTISING OF FAST MOVING CONSUMER GOODS (FMCG) ON THE PURCHASING DECISION OF OGWASHI-UKU RESIDENTS

ABSTRACT This study examined the influence of social media advertising of Fast Moving Consumer Goods (FMCG) on the purchasing decisions of residents of Ogwashi-Uku, Delta State, Nigeria. The rapid growth of social media platforms such as Facebook, Instagram, TikTok, WhatsApp, and X (formerly Twitter) has transformed advertising strategies among FMCG companies. The study aimed to determine the extent to which social media advertisements influence consumer awareness, interest, preference, and purchasing decisions. The Uses and Gratification Theory and Consumer Behaviour Theory served as the theoretical framework for the study. A survey research design was adopted, while questionnaires were distributed to selected residents of Ogwashi-Uku using simple random sampling techniques. Data collected were analyzed using frequency tables and percentages. Findings revealed that social media advertising significantly influences the purchasing decisions of residents, particularly among youths and active social media users. The study further showed that visual content, influencer marketing, product reviews, and promotional offers contribute greatly to consumer patronage of FMCG products. The study concluded that social media has become an effective marketing communication tool for FMCG companies. It recommended that FMCG companies should invest more in creative and interactive social media campaigns to improve customer engagement and increase sales.